Magazine article Editor & Publisher

10 That Do It RIGHT - the Record

Magazine article Editor & Publisher

10 That Do It RIGHT - the Record

Article excerpt

Hackensack, N.J.

At The Record, the magic words for the past year or so have been, "Think young." In just 12 months, the North Jersey Media Group Inc. flagship has taken this to heart in both news coverage and marketing, resulting in strong circulation gains and a growing readership below age 30.

"We wanted to start attracting the younger reader," says Editor Frank S. Scandale, who joined the paper in January of last year after more than a decade at The Denver Post. Scandale and other editors quickly did that by acting on the results of a reader survey taken in 2000 that showed younger readers wanted more information about things to do. The fruits of their labor: a new Thursday tab section called "Get Set" that highlights weekend recreation activities, and "Go," a revamped Friday entertainment tab that focuses on hip nightlife spots and clubs for 20- somethings. Last fall, The Record also launched a telemarketing approach focused on former subscribers and younger readers, featuring a 30% Friday-Sunday subscription-rate cut.

"We've also emphasized the quality of the product in the marketing," says Jonathan H. …

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